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IPhone 12 has not appeared in the end, what can apple do to keep users?

via:博客园     time:2020/9/16 18:03:52     readed:396


By Zhou Xiaoqi

Source: Tech planet (ID: tech168)

At 1:00 a.m. on September 16, cook appeared on the screen on time to open the apple autumn launch.

Due to the epidemic, apple is still launching new products online, which is the first time it has released new products online in 10 years. According to the usual rhythm, Apple will launch new products such as iPhone and apple watch at Apple's autumn conference in September every year.

However, due to the impact of the epidemic on Apple's supply chain, apple only released Apple watch, the eighth generation iPad and the new iPad air. The iPhone 12 may be delayed for a few weeks, which disappointed many Apple fans who are looking forward to new phones.

Earlier, mark gurman, a blogger, said on social media that Apple would hold three online conferences this year, including a new Apple watch and iPad in September, an iPhone 12 Series in October, and a Mac in November.

At this pace, next month is the time for the iPhone 12 to make its debut.

Apple has not only released new hardware products, but also fitness service Fitness and

Apple mobile phone mobile phone has been lagging behind other mobile phone manufacturers in 5G. Cook wants to retain users, not make complaints about hardware. Besides, Apple has been innovated by Tucao, and it needs to be bundled with various services. This can reduce the chances of Android users turning to mobile phones, and increase revenue.

It is worth noting that cook has been serving as CEO of apple for nine years, and his contract will expire next year. So far, there is no news of contract renewal. Once cook retires, whether the next successor can continue Apple's glory is still unknown.

From the current point of view, Apple's strategic focus tends to service business, enhance service business and continue hardware business. Maybe cook is paving the way for the next successor, but this road may not be so easy to walk. Under the influence of the global mobile phone shipment volume and the international environment, the test apple is facing is far from coming.

Technology Spring Festival Gala without iPhone

Apple didn't release the iPhone 12 after all, and cook introduced the apple watch at the beginning, which became the focus of this autumn launch.


In Cook's eyes, apple watch is no longer a watch that simply looks at time, but a product that integrates health, fitness and other functions.


Infrared device on the back of Apple watch series 6

Novel coronavirus pneumonia was detected by the Apple Watch Series 6, which was equipped with infrared devices on the back, collecting blood color through red and infrared light, and calculating the amount of oxygen in the blood.

In terms of configuration, apple watch series 6 adopts the S6 dual core processor developed based on A13 chip, which improves the performance by 20% compared with the previous generation, and the starting price is 3199 yuan.


In the area of strap, in addition to the seven colors, which will be red and blue, Apple has also released a new colo


In addition to the apple series watch, the price is the same as that of the apple watch.

It is worth noting that the apple watch canceled the USB power adapter this time, and it will be cancelled in the iPhone in the future.

This year marks the 10th anniversary of the launch of the iPad, and cook said 53% of iPad buyers are new iPad users, and more than 500 million iPads have been sold so far. At the launch, Apple launched two iPads, the iPad 8 and the new iPad air.

The appearance and screen of the eighth generation iPad are the same as those of the previous version. The main reason is that it is replaced by A12 processor, which starts at 2499 yuan.


By contrast, the iPad air has changed a little bit. The appearance changes the previous generation of arc-shaped frame, uses the right angle frame of iPad pro, and increases the screen size to 10.9 inches, and adds colors such as green and sky blue. The starting price is 4799 yuan.


Of course, the more important thing is that the iPad air first uses A14 chip, which uses 5nm process technology. Some people have speculated that the A14 chip will be carried by the iPad pro or iPhone 12. Compared with the previous iPad air, it has 40% faster CPU speed, 11 trillion operations per second, and twice the graphics performance of a similar windows laptop, which is Apple's most advanced chip to date.

Besides hardware, Apple has also brought fitness service content Fitness, users can better use the service through Apple Ecology. For example, users learn fitness guidance on the iPhone side, Apple Watch can synchronize the detected motion data on the screen, and the summary analysis will be displayed at the end of the exercise.

Apple, in other words, is launching a domestic fitness App


Fitness service is set at $9.99 a month, or $79.99 a year, and with the launch of Fitness, apple has launched Apple One service.

This is Apple's subscription service package, which packages a variety of its own software services and sells them to users at a discount price.

Obviously, apple is continuing to increase its service ecology, which will also be an important revenue business for apple. Cook did not disclose the release time of the iPhone 12 until the end of the autumn launch.

"Businessman" cook is retiring

Tim ,26 August 2011

Earlier, Cook said that his 10-year contract was coming to an end, that he would step down as CEO of apple and would not be re elected, and that he seemed to be preparing for his retirement.

Cook's compensation plan stipulates that during the three-year tenure from August 25, 2017 to August 24, 2020, cook will be able to receive all stock awards if the return of Apple's shareholders exceeds two-thirds of the constituent stocks of the standard & Poor's 500 index. If he is in the middle, he can only get half of the reward, and if Apple is at the bottom, cook won't get any.

Of course, cook didn't let shareholders down. Apple's return on total shareholders in the past three years has reached 194.89%, ranking seventh among 442 companies in the standard & Poor's 500 index. That exceeded the preset goal of Cook's pay package, and he naturally received all the rewards.

In August, cook received his ninth salary in office, including 560000 Apple restricted stock awards. After getting the shares, cook immediately sold more than 265000 shares, cashing in about 132 million US dollars (about 910 million yuan), and the remaining shares with a value of more than 148 million dollars were withheld by apple.

Cook's net worth has exceeded $1 billion, according to the Bloomberg billionaire index. During his tenure at Apple, cook's market value was less than $400 billion, making him the first U.S. company with a market value of $2 trillion.

It can be said that although cook can hardly be called a good product innovator, he has to admit that he is a qualified businessman.


Apple CEO Tim

Although cook took over as CEO of Apple since 2011, it was not until 2014 that cook really opened his own era.

This year, Apple launched the iPhone 6 and iPhone 6 plus, with screen sizes of 4.7 inches and 5.5 inches, respectively. The increased screen size met the market demand at that time, which led to a sales boom.

It was during the iPhone 6 period that Apple's iPhone contributed 63% of its revenue, and the iPhone 6 became the best-selling series in Apple's history.

At the same time, after taking office, cook also attached great importance to the Chinese market. He not only visited China frequently, but also opened a number of R & D centers throughout China.

In addition, under the impact of domestic mobile phone manufacturers, Apple has been driving sales in China through price reduction strategy this year.

During the promotion of 618 e-commerce in China this year, apple took part in the 618 discount activities of tmall and Jingdong for the first time in official form. Among them, the new iPhone se just released in April also participated in the promotion, further increasing the market share of medium and low-end products.

However, the new products that really belong to the cook era are apple watch and airpods. From the first release of Apple watch in 2015 to the release of Apple watch series 6 today, apple watch has become an important product of apple.

At this conference, apple watch's early symptom screening, blood oxygen detection and other functions also indicate Apple's ambition in the medical field.

In 2016, under the leadership of cook, airpods also set off an upsurge of wireless headphones. Now almost all mobile phone manufacturers have launched wireless headphones.


Apple airpods Pro headset

According to Apple's third quarter results, iPhone revenue was $26.4 billion, up 1.66% year-on-year; MAC revenue was $7.1 billion, up 22.4%; iPad revenue was $6.6 billion, up 31% year-on-year; wearable devices, home appliances and accessories revenue was $6.45 billion, up 16.7% year-on-year;

In the past five years, the proportion of iPhone revenue in Apple's total sales has declined year by year, and now it has dropped to 44%. But the revenue of wearable devices and accessories, driven by Apple watch and airpods, is already comparable to that of iPad.

According to canalys, a market research firm, for every 100 iPhones sold, Apple sold 49 pairs of airpods and 14 pieces of Apple watch, while Apple's wearable devices were expensive and profitable.

Now, under cook's leadership, Apple's revenue, profits and market value have all set records, and the market value has jumped to become the second American company with a market value of $2 trillion. Before retiring from apple, cook is also trying to seize the opportunity for apple in the next decade.

Market share declines, apple bet on service ecology

According to the quarterly tracking report of the global mobile phone market released by IDC, in 2019, the global smartphone shipment volume was 1.371 billion, a year-on-year decrease of 2.3%.

The golden age of the global mobile phone market is slowly disappearing. Apple, which has not made a revolutionary breakthrough for a long time, is also gradually losing its leading market share.


According to the report released by IDC, Samsung will still occupy the first position in 2019, but Apple has not been able to keep its second place. Last year, Apple's global market share was 13.9%, with a year-on-year decline of 8.5%. It was unable to compete with Huawei's 17.6% market share and could only rank third.

At the end of 2018, a survey by Maxim group, the US investment bank, pointed out that Apple was facing a decline in iPhone product retention, with the churn rate of installed users rising from 5% to 9%.

In Apple's important Chinese market, more domestic users are turning to Huawei and other domestic mobile phone brands. According to questmobile, in the first half of 2019, about 46% of IOS users chose to switch to Android when they changed their phones, an increase of 2.8% over the same period last year.

Perhaps aware of this problem, apple began to improve the service revenue of the content ecosystem.

n 2019, Apple's spring launch did not release a hardware product, but launched four services Apple New (news browsing), Apple TV (streaming subscription service), Apple Arcade( video game subscription) and Apple Card( credit card service).

Apple also has enough capital to build its service system. Currently, apple music is one of the largest legitimate music libraries in the world. According to the global music streaming market report published by counterpoint research in the first quarter of 2020, spotify ranks first with 35% of the subscription volume, and Apple Music ranks second with 25% of the streaming media revenue and 21% of the subscription volume.

Currently, apple news has more than 100 million monthly active users in the United States, the United Kingdom, Australia and Canada.

Apple TV beat Netflix, for $70 million in the media rights battle in july, bringing 30% of for greyhound, bringing 30% of its new subscribers.

In the third quarter of this year, Apple's services business also generated $13.2 billion in revenue, up 15% from a year earlier, almost half of the iPhone's revenue.

Cook is also quite satisfied with the rapid growth of the service business. In the quarterly financial report telephone conference, Cook said that he had achieved the goal of doubling the service revenue compared with that of the fiscal year 2016 six months in advance, and the target for this year is to reach 600 million subscribers.


Apple one package price

The fall launch of apple's service system Apple One, which includes $14.95 per month for iCloud、Apple Music、TV 、Arcade、News and Fitness, individual packages and $19.95 per month for family packages, was renewed.

In other words, users can use the above six apple digital services after subscribing to apple one, and Apple may add other services in the future.

Obviously, cook wants to attract more users to use Apple services through apple one, which can increase user stickiness and generate considerable long-term revenue.

There is no doubt that apple is now promoting hardware sales such as iPhone and apple watch through its service system, and the service system can improve the stickiness of existing users and further deepen the contact with users.

As apple continues to bet on its service system, its overall ecology will also be improved, and Apple's moat will be deepened, which may be cook paving the way for Apple's next decade.

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